Chuang Huan-Ming, Lin Chien-Ku, Chen Da-Ren, Chen You-Shyang
Department of Information Management, National Yunlin University of Science and Technology, No. 123, University Road, Section 3, Douliou, Yunlin 640, Taiwan.
Department of Information Management, National Taichung University of Science and Technology, No. 129, Section 3, Sanmin Road, North District, Taichung 404, Taiwan.
ScientificWorldJournal. 2013 Dec 23;2013:751728. doi: 10.1155/2013/751728. eCollection 2013.
Ecological degradation is an escalating global threat. Increasingly, people are expressing awareness and priority for concerns about environmental problems surrounding them. Environmental protection issues are highlighted. An appropriate information technology tool, the growing popular social network system (virtual community, VC), facilitates public education and engagement with applications for existent problems effectively. Particularly, the exploration of related involvement behavior of VC member engagement is an interesting topic. Nevertheless, member engagement processes comprise interrelated sub-processes that reflect an interactive experience within VCs as well as the value co-creation model. To address the top-focused ecotourism VCs, this study presents an application of a hybrid expert-based ISM model and DEMATEL model based on multi-criteria decision making tools to investigate the complex multidimensional and dynamic nature of member engagement. Our research findings provide insightful managerial implications and suggest that the viral marketing of ecotourism protection is concerned with practitioners and academicians alike.
生态退化是一个不断升级的全球威胁。人们越来越多地表达出对周围环境问题的认识和关注重点。环境保护问题得到了突出。一种合适的信息技术工具，日益流行的社交网络系统（虚拟社区，VC），有效地促进了公众教育以及对现有问题的应用参与。特别是，对VC成员参与相关行为的探索是一个有趣的话题。然而，成员参与过程包括相互关联的子过程，这些子过程反映了VC内的互动体验以及价值共创模式。为了解决备受关注的生态旅游VC，本研究提出了一种基于混合专家的ISM模型和基于多准则决策工具的DEMATEL模型的应用，以研究成员参与的复杂多维度和动态性质。我们的研究结果提供了有洞察力的管理启示，并表明生态旅游保护的病毒式营销受到从业者和学者的共同关注。
